Abstract : The article discusses methods to build a product brand. Brands have long been accepted as ways of creating customer loyalty and driving corporate growth. Marketers can capitalize on this by building a company's brand from within, but they must make sure not to fall in love with the brand itself and forget the bigger picture.
https://hal-hec.archives-ouvertes.fr/hal-00781527
Contributor : Antoine Haldemann <>
Submitted on : Sunday, January 27, 2013 - 5:25:41 PM Last modification on : Sunday, January 27, 2013 - 5:27:22 PM